Black Friday to dawn in dark of night

Published 6:30 am, Tuesday, November 16, 2010

Shoppers who don't want to miss a second of Black Friday bargain-hunting are in luck, as some retailers hoping to lure business the day after Thanksgiving are opening at the stroke of midnight.

Houston's Galleria officially opens at 8 a.m. Nov. 26, but its doors and some of the stores in the mall will open in the first moments of Black Friday — so-called because many retailers count on the holiday season to put their finances in the black.

'Optimistic and excited'

"We're optimistic and excited about it this year," said Nicole Delmer, director of marketing for The Galleria. "Our goal is to provide a place for shoppers to get all their needs under one roof."

Wal-Mart says most of its stores will open at midnight as well. The company's supercenters are usually open 24 hours, but the rest of its stores typically have opened at 5 a.m. the day after Thanksgiving. The store will offer discounts on a wide range of products.

Most malls plan expanded hours on Nov. 26 and for the rest of the holiday season.

Memorial City Mall is open 6 a.m. to 10 p.m. on Black Friday, but some stores are opening as early as 4 a.m.

First Colony Mall in Sugar Land will be open from 6 a.m. to 10 p.m. Donna Molho, senior general manager, said that's the earliest Black Friday opening in the mall's history, in response to the desire of its major anchors, including Macy's, to get a head start.

"We expect it to be a good turnout," she said. "We have seen retailers come out with specials even before Friday this year, so clearly there's this desire to shop early."

The mall is offering early bird shoppers who spend $100 on the morning of Nov. 26 a $10 Shop Etc. Gift Card good at selected businesses, while supplies last.

Brick and mortar

Many retailers are opening earlier than last year, partly in response to the growing prevalence of online shopping. Black Friday remains one day on which people prefer brick and mortar stores to cyberspace.

"People are able to come into the mall and experience the merchandise as opposed to going online and ordering things," Molho said.